MUMBAI: Tata Consumer Products has launched a TV advertising campaign for Tata Copper+, a non-carbonated water beverage that taps into India’s age-old practice of storing water in copper vessels. The company is banking on nostalgia—and potential health benefits—to make a splash in the crowded bottled water market.
The product’s television debut features a charming train journey where generational worlds collide. An elderly passenger pulls out his traditional copper water bottle whilst a younger traveller produces his Tata Copper+. Cue the “same pinch” moment and an affectionate cheek-pinching finale that would make any Indian grandmother proud.
YouTube link of the film : https://www.youtube.com/watch?v=Pipm1OPF2lY&feature=youtu.be
Tata Consumer Products president and head – RTD business Partha Biswas said, “We have always believed in creating products that are rooted in trust and, more importantly, reflect the evolving needs of Indian consumers. With Tata Copper+, we bring alive the timeless wellness benefits of copper in a format that fits today’s lifestyle. This campaign is a celebration of shared values across generations and a reminder that the wisdom of our past still holds relevance in the present.”
Tata Consumer Products, which boasts a reach of over 275 million Indian households, clearly believes that the copper touch in them bottles will fetch it gold – valued in crore. The company has been seeding the retail trade with Tata Copper+ water or more than a year and a half now. And the response has been extremely heartening. The Rs 17,618 crore company is the world’s second-largest branded tea firm, with a portfolio spanning everything from Tata Tea to ready-to-eat meals.
The copper water gambit reflects a broader trend of modernising traditional wellness practices for contemporary consumers. Whether this ancient wisdom will translate into modern profits is the Rs 17,618 crore question.